Well my season ticket at the Amex, Lower West Stand (W1G most expensive part of the ground short of 1901), isn't too far short of that figure now.
Taking into account Fulham is in London, and their new stand is their most presiigious, then maybe that's the going rate.
Indeed!
Maybe the Fulham heirarchy realise this may be their only season in the EPL for a while, and are determined to market it for all they are worth.